Few things in life go better together than Halloween and candy, but there’s also a lot of competition out there for a candy company. Smarties decided to step up their game this year by pairing with several bloggers to share some DIY, smarter-than-average (get it?) costumes for kids.
Ad Age breaks down the campaign:
“The marketing push from Smarties, which makes its 15-piece rolls of colored candy tablets in New Jersey and Canada, focuses on DIY Halloween costumes from eight women (mostly moms) who blog about food, fashion, crafts, kids and more. They created costumes based on ‘smarties’ from history and the posts, collected on a Smarties microsite, include instructions on how to make them and text about their appreciation of the candy.”
Smarties is rolling out the blogger updates across social platforms, like Twitter:
— Smarties® (@Smarties) October 3, 2017
But so far only some of the bloggers have retweeted them and it doesn’t look like any have made social posts of their own about the campaign; a missed opportunity if it isn’t scheduled somewhere down the line.
The posts for the campaign are also the same for Facebook and Twitter, and the format suffers a little on Facebook, with hashtags only being clickable on their first instance and blogger names not being edited for the platform but copied over from Twitter:
This is why we recommend tweaking content for each platform; a little editing can make each post shine on each particular platform, inviting more engagement from your audience, fans and followers.
Overall, the core idea of this campaign was perfect: Smart costumes that can be made at home for kids for families who aspire to go outside of the store-bought costume route. It matches the spirit of the brand perfectly, and partnering with bloggers fits in with their recent marketing trend of promoting how allergy-friendly (gluten, nut and dairy-free) Smarties are.
The Twitter timelines of the bloggers Smarties are working with, however, are flooded with promotional brand posts which does take away some of the impact of the partnership. If bloggers (or other influencers) will work with just about any brand that makes an offer, their posts seem less sincere to their audiences and engagement is likely to suffer as a result.
While that may not be the case in this particular campaign, it’s worth pointing out for brands considering an influencer campaign and wondering which criteria are important in deciding who to work with.